Marketecture: Get Smart. Fast. Marketecture Live: Bill Wise and Grant Parker on the New Innovid
Mar 24, 2025
Join Bill Wise, CEO of Mediaocean, and Grant Parker, President of Innovid, as they delve into the transformative merger of Flashtalking and Innovid. They discuss how AI is reshaping ad tech, emphasizing campaign automation and supply path optimization. The duo highlights the importance of transparency and brand safety for advertisers in a competitive landscape dominated by Google. Their innovative Harmony initiative aims to enhance ad performance across various channels, showcasing their commitment to scalable, neutral solutions for enterprise advertisers.
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Data Ownership Enables AI Power
- Massive data and automation capabilities are prerequisites for effective AI application in ad tech.
- Owning and controlling data is key before leveraging generative AI for optimization.
Creative Optimization Maximizes ROI
- Creative optimization is essential to maximize ROI and prevent wasted impressions.
- Innovid's omni-channel platform extends optimization across linear, CTV, digital audio, and social media.
Linear TV Endures in Advertising Mix
- Linear television remains a significant $70 billion ad medium despite forecasts of its decline.
- Innovid and Mediaocean aim to unify advertising across linear TV, CTV, and digital platforms.